Sponsored by: LMA Education Advisory Council 
Domain: Marketing Management and Leadership
BoK Competencies: Department Management and Motivation & Management of Individual Personnel 

Contemplating your long term career trajectory in the legal marketing profession but not sure what the next steps should look like? Don't wait until your next annual review to begin thinking about your future. LMA's Body of Knowledge (BoK) defines six domains within the industry and provides a roadmap for developing the fundamental and advanced skills in each of those areas. Join the LMA Education Advisory Council (EAC)  to learn how to put the BoK to use for you today!

Learning Outcomes:

• Identify your existing strengths and developmental areas
• Create a roadmap for career growth in the BoK domains in which you are most interested
• Use the BoK and other LMA tools to promote your knowledge and growth during job placement, promotion opportunities, self evaluations and annual reviews.

Presenters:
Erin V. Baxendale, Director of Business Development and Marketing, Sidley Austin LLP
Laura Galeano, Chief Marketing Officer, Bilzin Sumberg

Exclusive for LMA Members

Sponsored by:  

Domains: Business Development & Business of Law
BoK Competencies: Business Development Coaching/Training & Firm and Practice Strategy Planning

One of the biggest challenges law firms are currently facing is finding ways to gain new business, with the same business development team and resources. That’s why Jason Noble, President of ikaun, will be discussing how firms can leverage their existing experience to drive better business development and marketing initiatives.

In this webinar, Jason will go over which data points help business development teams make better decisions, how to harvest these data points, and how to create a strategy for ongoing data and experience management.

Learning Outcomes:

• Identify which data points help to make solid business development decisions
• Discuss how to harvest these data points within your data ecosystem
• Define a strategic approach to ongoing data management

Presenter:
Jason Noble, President, Ikaun

Exclusive for LMA Members

The 2024 LMA Annual Conference was an intensive three-day program of plenary education and specific, hands-on learning sessions that were designed to be immediately actionable back at the office. With the theme, ALL IN, attendees experienced curated sessions that focused on strategic critical thinking, evidence-based expertise, and authentic conversations. 

The recorded programs from LMA's Annual Conference are geared for marketers of all levels, and map to the domains, skills and competencies outlined in the Body of Knowledge (BoK). 

Purchase the entire bundle or click on the session titles below to purchase individual recordings. By purchasing this package, you also have exclusive access to select recordings that are only available in the bundle as noted below. All LMA24 registrants receive access to the recordings bundle as part of their registration.

All sessions align within the six domains within LMA’s Body of Knowledge.  While many sessions align with more than one domain, the primary BoK domains for each session are highlighted below:

 Business Development

• Activate Your Professionals: How the Right Technology and Training Can Accelerate Firm Growth (Service Provider Session - bundle only)
• Making It Rain: Developing Women Rainmakers 
• The Data that Matters: Using Market Intelligence to Drive Growth (Service Provider Session - bundle only)
• Up Your Ante: Stacking the Deck to Create a Successful Business Development Curriculum

 Business of Law

• AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation
• AM Law Trends & The Role Marketers Play in Growing Profit (Service Provider Session - bundle only)
• Clients Demand Value, Not Time: How to Position Your Firm in the Age of AFAs (Service Provider Session - bundle only)
• Exploring Global Trends in Legal Marketing and Tackling Common Challenges 
• Growth-Minded Communication: Best Practices for Marketers Planning and Executing New Office Launches
• Inclusion Insights: Shaping Diverse Workspaces - A Series of DEI TED-Style Talks
• Navigating the Fastest Path to Market Share: Lateral Recruitment

 Client Services

• From Key Account Management to Client Teams - Insights for Stronger Client Relationships
• In the Room Where It Happens: The Value of Feedback and Client-Facing Professionals
• Mastering the Art and Science of Client Feedback Discussions
• Propelling Clients' Businesses Forward: Sharing Innovative Concepts from In-House Counsel (Bundle Only)
• The Neuropsychology of Bad Collaboration: Why Partners Falter So Badly & How To Overcome it

 Communications

• Beyond the Surface: Unmasking the Subtle Roadblocks in Legal DEI Initiatives
• Building Better Bios: What Actually Matters to In-House Counsel and Clients
• Leveraging Public Relations for Business Development Success
• Research Reaps Revenue: How Signature Research Campaigns Can Cultivate Connections and Drive Growth
• The "B" Word: Achieving Differentiation Through Branding

 Marketing Management and Leadership

• Building Consensus and Adoption of Large-Scale Projects at Your Firm
• Keynote Address: An Uncommon Story – How One Trailblazer Went All In (Bundle Only)
• Looking Outside Our Industry: A Playground for New Insights and Creative Solutions
• Mindset Makeover: Empowering Legal Marketers with Performance Psychology Strategies
• Navigating the Marketing Maze: An Open Exchange Program for Small to Mid-Size Firms
• Retention Strategies: A Framework for Team Leaders
• Strategy Fallacies: Avoiding the Dead Ends (Service Provider Session - bundle only)
• What's My Next Move? How to Position Yourself for Career Advancement

 Technology Management

• A Crash Course in Aligning Your Marketing with What GCs Want (Service Provider Session - bundle only) 
• Driving Efficiency and Business Development with Transformative Marketing Technology 
• Drop That Spreadsheet! Using Tech to Upgrade your BD Pipeline and Enhance ROI 
• How to Use Google Analytics to Supercharge Marketing & ROI 
• Over and Beyond AI Hype: 2024 Digital Maturity Trends that Drive Firm Outcomes (Service Provider Session - bundle only) 
• Practical Experience Management: How to Get Your Firm Started on a Data Driven Journey

Bonus! The on-demand webinar from Litera Making the Case for CRM and Martech is included complimentary when you purchase the bundle.

The 2024 LMA Annual Conference Recording Bundle is sponsored by:

LMA Body of Knowledge Domain: Business of Law
Competency: Business Structures and Trends

Driving change in a law firm is an ongoing challenge – there are competing priorities, intense competition, and demanding clients. How can legal marketers make a real impact? What tools and frameworks should you leverage to build your team and achieve your goals? In this practical discussion, we will share three strategies for igniting change, focusing on a client-centered approach. Join us for a deep dive into the latest trends in firm growth strategies, the dynamics of a high-functioning BD/Marketing team, and the power of tech integrations. Be part of the conversation that explores how to move forward with a more dynamic landscape for modern law firms.

Learning Outcomes:

• Gain actionable insights into law firm growth strategies
• Learn best practices on building and leading high-functioning BD/Marketing teams
• Explore the power of MarTech integrations that improve efficiency and impact

Speakers:

Elena Cutri, a sought-after speaker on change management, end user adoption, and professional development, brings her passion for education to her role as Director of Client Learning for LexisNexis. She and her team work closely with global clients to drive engaging software adoption strategies. Outside of work, Elena serves as an adjunct professor at a Chicago college, teaching public speaking and group communication skills. She is also actively involved in her community, volunteering as Chair of a 3,000-parent network dedicated to building Special Education Resources. Elena holds a Master's degree in Corporate Communications and an MBA in Global Management. She credits her family as her most significant source of knowledge and insight.

Rachel Watson is Director of Business Development, Client Development and Campaigns, currently responsible for Revenue Technology and Digital Marketing at Akin. She specializes in Intent and Behavioral modeling and marketing and has worked in Big Law, B2B Service Providers, Retail Ecommerce and SaaS. She is responsible for building the firm’s revenue technology stack and digital marketing program which actions data through programmatic campaigns to account based marketing.

Sponsored by: Small Firm/Solo Marketer SIG
Domain: Communications
BoK Competency: Reputation Management

Nearly all legal marketers are asked to develop directory submissions at some point in their career. For many of us, these submissions are woven into our roles; a seemingly never-ending process. From start to finish, this presentation will provide tips and tricks to help you effectively manage each step in the submission process.

You’ll learn how to:

• Create an in-house process that works for your firm
• Manage lawyers’ expectations for directory submissions
• Leverage practical tactics for completing directory submissions
• Use important steps you should be executing during research
• Establish a relationship with directory editors and researchers

Learning Outcomes:

• Identify ways to streamline the development of directory submissions
• Discuss current challenges and ways to effectively address them
• Create robust directory submissions

Presenters:
Jenna Darling, Communications Project Manager, Pillsbury Winthrop Shaw Pittman LLP
Aileen Hinsch, Manager, Practice Group Business Development & Management, Crowell & Moring

Sponsored by: Social and Digital Media SIG
Domain: Communication
BoK Competency: Interactive and Digital Marketing

With the pandemic moving everyone online and the issues of social and racial justice at the forefront, it’s important for a law firm to have an effective social media policy in place. In this session, our speakers will take you through the steps of developing a policy, provide tips on implementation, and discuss non-compliance measures. The session will wrap-up with a Q&A.  

Learning Outcomes:

• Discuss the who, what, when, where, and how of policy development.
• Navigate how to try and avoid potential issues and how to handle non-compliance.
• Understand the importance of management buy-in and support of the policy.

Presenters:
Lindsey Bombardier, Director, Business Development and Marketing, Lenczner Slaght
Adhi Reza, Marketing Specialist, Lenczner Slaght

Sponsored by: Marketing Technology SIG 
Domain: Business Development 
BoK Competency: Presentation Skills

Voice is experiencing a major surge in marketing and business development. The way we search for information about topics and products we care about is changing rapidly. We are shifting from typing short phrases on keyboards to speaking sentences into the smart device of our choice. This calls for a shift and a new awareness of voice marketing as an opportunity for your firms and your lawyers to stand out from your competition.

As marketing and business development professionals, it is our responsibility to stay on top of the services our internal and external clients need to improve their lives and their businesses in a manner they  appreciate and find useful.

Join the LMA Marketing Technology SIG as it hosts Nancy Myrland, Marketing, Business Development, Content, Social & Digital Media Speaker, Trainer, & Advisor, as she walks us through this emerging and evolving field. She will talk about taking advantage of the massive marketing machine called Amazon by reviewing how she created the first legal marketing Alexa Flash Briefing on the site, and how you can repurpose these Flash Briefings in numerous ways to reach more clients and prospects.

She will also talk about podcasting and the opportunities present with this digital marketing tactic. On the level of familiarity that social and digital marketing can help create, audio is a major step forward in creating and nurturing relationships.

Learning Outcomes:

• Discuss voice marketing and if it has a place in the legal profession
• Uncover the latest in “Voice First” technology by learning about Amazon Alexa Flash Briefings
• Learn how to repurpose what is created via voice marketing in order to reach more people

Presenter:
Nancy Myrland, President, Myrland Marketing & Social Media

Exclusive for LMA Members

Sponsored by: PR & Communications SIG and Diversity & Inclusion SIG
Domains: Communications & Marketing Management and Leadership
BoK Competencies: Reputation Management, Media Relations/PR & Firm Organizational Structure and Dynamics

Law firms are under the microscope, for what is on the whole, a dismal track record on diversity & inclusion. Clients and reporters are watching closely, and speaking out, when they don’t like what they see. The few brave law firms that are venturing out to promote what they do externally are sometimes criticized or ridiculed. Meanwhile, the scant number of firms that are working to communicate efforts internally are struggling to get internal engagement around diversity and inclusion. Are law firms in a Catch 22?

1. Hear from a range of experts from the communications, reporting, diversity & inclusion fields to help your firms create engaging communications strategies that will get reporters attention and clients respect.
2. Get insights from leading organizations that have mastered diversity & inclusion communications
3. Gain understanding on some of the diversity & inclusion work that is leading the industry

Learning Outcomes:

• Discuss the important happenings in the diversity landscape to ensure your communications reflect an understanding of the context
• Learn what reporters and clients are looking to hear from firms (and what they hear too much of)
• Gather real life examples of campaigns and templates for creating your own communications strategies

Presenters:
Arielle Lapiano, Director Communications and Public Relations, Paul Hastings
Tiffany Yarde, CEO, Motovino
John Buchanan, Senior Communications Manager, SheppardMullin

Exclusive for LMA Members

Sponsored by: CMO SIG
Domain: Marketing Management and Leadership
BoK Competency: Firm Organizational Structure and Dynamics

Join the CMO SIG during this very interactive program where you will explore new methods to engage your leadership and learn how you can add value. This program will be held on Zoom where video and participation will be encouraged!

How as CMOs can we weather the downturn and pandemic? Impress your leadership with how quickly you are able to pivot and respond to new questions or demands. How can you up your game and add value to keep or get that seat at the table?  How do we do this in the age of Zoom, Webex, RingCentral, etc.? Develop coaching skills to help you train your chair, managing partner, and other leadership to engage with the screen and your virtual audience. Setting online meeting expectations and engage with purpose and meaning, through breakout rooms, polling, chat, and improvisational techniques etc. can overcome meeting fatigue.  

Learning Outcomes

• Learn how to engage your audience, build relationships, and develop new communication strategies in an online environment.
• Practice skills in thinking on your feet and responding in the moment to improve responding in a time of uncertainty.
• Explore new methods to engage your leadership, your chair, managing partners and clients.

Presenters:
Dave Bruns, Director of Client Services, Farella Braun + Martel
Heather Barnes, Founder, Improv@Work

Exclusive for LMA Members

Sponsored by: RDA
Domain: Technology Management 
BoK Competencies: Website Management and Social Media & Engagement 

According to Law Technology Today, 42% of the time, law firms take an average of 3+ days to respond to a message from a new potential client.

The last great experience your client or prospect had is now what they want and demand from you. Developing a customer-focused environment and delivering personalized marketing has now become a strategic imperative for law firms of all sizes. The bar is constantly rising in relation to what your clients expect from you.

Understanding the value of personalization is a great place to start the journey towards delivering highly consistent and memorable experiences. In this webinar, you will learn how a leading law firm started its personalization journey and was able to strengthen the marketing team’s ability to deliver highly relevant and personal experiences.

Learning Outcomes:

• Align personalization goals to your firm’s business objectives
• Learn best practices on how to score digital engagement
• Identify locations on your website that are good candidates for personalization 
• Understand basic personalization rules
• Leverage engagement data to understand your customer's behavior and segments 

Presenters:
Michelle Woodyear, Director of Digital Marketing, Covington & Burling LLP
Jaina Baumgartner, Personalization MVP, RDA
Chad Solomonson, VP of Marketing & Alliances, RDA

Exclusive for LMA Members